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Bradford-born star of UKTV discusses how working with Panasonic set him on course for an on-screen career. Since then he has appeared in award-winning television shows, released an autobiography and been inducted into the Magic Circle, the magicians' society. He joins Ash Bendelow of the creative agency Brave and Mark Sweney in the Speaker's Lounge at the Cannes Lions festival

Steve Rose: TV and advertising have always existed side by side. But now that viewers can easily skip breaks, brands are having to find new ways to make sure customers get their message. Can you resist 'native advertising' and 'digital insertion'?